ManyPets launches ‘Tailmates’ – a playful new brand platform celebrating the unbreakable pet-parent bond

Leading pet insurance brand ManyPets has partnered with creative studio 20(SOMETHING) on a new TV campaign built around the unbreakable bond between pets and their humans, and a distinctive visual idea of them sharing the same tail.

The emotive new platform reframes pet insurance around life, love and the everyday moments that make pets a part of the family and shows they don’t just live with us; they live like us.

The creative platform marks the latest step in ManyPets’ drive to build long-term creative distinctiveness, setting it apart from other insurance brands. 

Running across 2026, the campaign depicts pet parents with the same tail as their pet, appearing together in warm, humorous scenes that reflect the way pets shape daily life. From navigating the morning routine and sitting down to eat, to heading out for errands or relaxing at home, Tailmates taps into a simple truth: pets are, quite literally, part of the family.

The idea was born from a desire to move the category away from fear-based messaging and worst-case scenarios. While much of pet insurance advertising leans on anxiety to prompt action, Tailmates instead celebrates the love, routine and companionship that define today’s pet-parent relationships. 

With three in four pet owners saying they feel closer to their pet than their partner, the campaign embraces a powerful cultural insight and positions ManyPets as a brand that genuinely understands people who put pets first.

This approach mirrors a broader shift inside the business, where ManyPets is reframing pet insurance around ease, better care choices and supporting day-to-day health and wellbeing – championing the needs of pet parents to help them care for their pet in the bets way they can.

The creative platform has already proved to be market-leading, with testing through advertising effectiveness platform System1 revealing an exceptional star rating of 5.9, well above the UK average of 2.4, indicating strong cut-through for the campaign.

Luisa Barile, Group CEO of ManyPets, said: “As a brand built around championing pet-parents, it’s crucial we demonstrate that we understand their bond better than any other brand. The Tailmates campaign does that brilliantly.”

Shane Larkin, Chief Marketing Officer of ManyPets, added: “With Tailmates, we wanted a platform that could stretch far beyond a single campaign. The shared tail is simple, bold and endlessly adaptable – the kind of asset that can live across brand, product, performance and partnerships. It sets the creative tone for where ManyPets is heading as we scale and build stronger emotional resonance with pet-parents.”

Source: 20(SOMETHING)

  20(SOMETHING), Advertising, Campaign, ManyPets, Marketing